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Product Identifiers
PublisherOxford University Press, Incorporated
ISBN-100199394601
ISBN-139780199394609
eBay Product ID (ePID)202628383
Product Key Features
Number of Pages272 Pages
LanguageEnglish
Publication NameGroundbreakers : How Obama's 2. 2 Million Volunteers Transformed Campaigning in America
SubjectPolitical Process / General, Political Process / Campaigns & Elections, General, Presidents & Heads of State, American Government / General
Publication Year2015
TypeTextbook
Subject AreaPolitical Science, Biography & Autobiography
AuthorHahrie Han, Elizabeth Mckenna
FormatTrade Paperback
Dimensions
Item Height0.9 in
Item Weight12.7 Oz
Item Length9.2 in
Item Width6.1 in
Additional Product Features
Intended AudienceScholarly & Professional
LCCN2014-013637
Dewey Edition23
Reviews"Amid all the hype about 'big data' and analytics in Obama's presidential campaigns, one key story hasn't been told in full: how the Obama team built a sprawling and vibrant field organization almost entirely out of volunteer labor. Han and McKenna recount the successes and struggles of this effort, drawing on extensive and illuminating interviews with everyone from senior staff to many of those volunteers. Their account shows how a winning campaign depends as much on old-fashioned shoe leather as on statistical models and multi-million dollar advertising sprees. This is a book that both scholars and practitioners of campaigns should read." --John Sides, author of The Gamble: Choice and Chance in the 2012 Presidential Election "Groundbreakers is thus an excellent introduction to the practice of organizing, which is an extremely underappreciated facet of American politics...If we are ever going to have a more active and representative political culture, political actors and ordinary citizens alike will have to start taking some cues from Groundbreakers." -- Boston Review "All students of campaigns should read this book. Highly recommended." -- CHOICE, "Amid all the hype about 'big data' and analytics in Obama's presidential campaigns, one key story hasn't been told in full: how the Obama team built a sprawling and vibrant field organization almost entirely out of volunteer labor. Han and McKenna recount the successes and struggles of this effort, drawing on extensive and illuminating interviews with everyone from senior staff to many of those volunteers. Their account shows how a winning campaign depends as much on old-fashioned shoe leather as on statistical models and multi-million dollar advertising sprees. This is a book that both scholars and practitioners of campaigns should read." --John Sides, author of The Gamble: Choice and Chance in the 2012 Presidential Election, "Amid all the hype about 'big data' and analytics in Obama's presidential campaigns, one key story hasn't been told in full: how the Obama team built a sprawling and vibrant field organization almost entirely out of volunteer labor. Han and McKenna recount the successes and struggles of this effort, drawing on extensive and illuminating interviews with everyone from senior staff to many of those volunteers. Their account shows how a winning campaign depends as much on old-fashioned shoe leather as on statistical models and multi-million dollar advertising sprees. This is a book that both scholars and practitioners of campaigns should read." --John Sides, author of The Gamble: Choice and Chance in the 2012 Presidential Election "Groundbreakers is thus an excellent introduction to the practice of organizing, which is an extremely underappreciated facet of American politics...If we are ever going to have a more active and representative political culture, political actors and ordinary citizens alike will have to start taking some cues from Groundbreakers." -- Boston Review, "Amid all the hype about 'big data' and analytics in Obama's presidential campaigns, one key story hasn't been told in full: how the Obama team built a sprawling and vibrant field organization almost entirely out of volunteer labor. Han and McKenna recount the successes and struggles of this effort, drawing on extensive and illuminating interviews with everyone from senior staff to many of those volunteers. Their account shows how a winning campaign dependsas much on old-fashioned shoe leather as on statistical models and multi-million dollar advertising sprees. This is a book that both scholars and practitioners of campaigns should read." --John Sides,author of The Gamble: Choice and Chance in the 2012 Presidential Election"Groundbreakers is thus an excellent introduction to the practice of organizing, which is an extremely underappreciated facet of American politics...If we are ever going to have a more active and representative political culture, political actors and ordinary citizens alike will have to start taking some cues from Groundbreakers." -- Boston Review"All students of campaigns should read this book. Highly recommended." -- CHOICE"A rich and highly readable story about a campaign that made history, not only in terms of whom it elected but also how it did it... At its core, this book shows readers that 'democracy can work when people are given power." --Perspectives on Politics, "Amid all the hype about 'big data' and analytics in Obama's presidential campaigns, one key story hasn't been told in full: how the Obama team built a sprawling and vibrant field organization almost entirely out of volunteer labor. Han and McKenna recount the successes and struggles of this effort, drawing on extensive and illuminating interviews with everyone from senior staff to many of those volunteers. Their account shows how a winning campaign depends as much on old-fashioned shoe leather as on statistical models and multi-million dollar advertising sprees. This is a book that both scholars and practitioners of campaigns should read." --John Sides, author of The Gamble: Choice and Chance in the 2012 Presidential Election "Groundbreakers is thus an excellent introduction to the practice of organizing, which is an extremely underappreciated facet of American politics...If we are ever going to have a more active and representative political culture, political actors and ordinary citizens alike will have to start taking some cues from Groundbreakers." -- Boston Review "All students of campaigns should read this book. Highly recommended." -- CHOICE "A rich and highly readable story about a campaign that made history, not only in terms of whom it elected but also how it did it... At its core, this book shows readers that 'democracy can work when people are given power." --Perspectives on Politics
IllustratedYes
Dewey Decimal324.973/0931
Table Of Content1. IntroductionPart I: The Historical Roots of the Obama Field Program2. The Way Things Were3. Discovery and DiffusionPart II: The Nuts and Bolts of the Ground Game4. Building Depth By Investing in Relationships5. Creating a Structure to Share Responsibility: Neighborhood Teams6. Using Metrics to Get to ScalePart III: OFA's Legacy7. ReflectionWorks CitedIndex
SynopsisMuch has been written about the historic nature of the Obama campaign. The multi-year, multi-billion dollar operation elected the nation's first black president, raised and spent more money than any other election effort in history, and built the most sophisticated voter targeting technology ever before used on a national campaign. What is missing from most accounts of the campaign is an understanding of how Obama for America recruited, motivated, developed, and managed its formidable army of 2.2 million volunteers. Unlike previous field campaigns that drew their power from staff, consultants, and paid canvassers, the Obama campaign's capacity came from unpaid local citizens who took responsibility for organizing their own neighborhoods months - and even years - in advance of election day. In so doing, Groundbreakers argues, the campaign engaged citizens in the work of practicing democracy. How did they organize so many volunteers to produce so much valuable work for the campaign? This book describes how. Elizabeth McKenna and Hahrie Han argue that the legacy of Obama for America extends beyond big data and micro-targeting; it also reinvigorated and expanded traditional models of field campaigning. Groundbreakers makes the case that the Obama campaign altered traditional ground games by adopting the principles and practices of community organizing. Drawing on in-depth interviews with OFA field staff and volunteers, this book also argues that a key achievement of the OFA's field organizing was its transformative effect on those who were a part of it. Obama the candidate might have inspired volunteers to join the campaign, but it was the fulfilling relationships that volunteers had with other people - and their deep belief that their work mattered for the work of democracy - that kept them active. Groundbreakers documents how the Obama campaign has inspired a new way of running field campaigns, with lessons for national and international political and civic movements., Much has been written about the historic nature of the Obama campaign. The multi-year, multi-billion dollar operation elected the nation's first black president, raised and spent more money than any other election effort in history, and built the most sophisticated voter targeting technology ever before used on a national campaign. What is missing from most accounts of the campaign is an understanding of how Obama for America recruited, motivated, developed, and managed its formidable army of 2.2 million volunteers. Unlike previous field campaigns that drew their power from staff, consultants, and paid canvassers, the Obama campaign's capacity came from unpaid local citizens who took responsibility for organizing their own neighborhoods months--and even years--in advance of election day. In so doing, Groundbreakers argues, the campaign engaged citizens in the work of practicing democracy. How did they organize so many volunteers to produce so much valuable work for the campaign? This book describes how. Elizabeth McKenna and Hahrie Han argue that the legacy of Obama for America extends beyond big data and micro-targeting; it also reinvigorated and expanded traditional models of field campaigning. Groundbreakers makes the case that the Obama campaign altered traditional ground games by adopting the principles and practices of community organizing. Drawing on in-depth interviews with OFA field staff and volunteers, this book also argues that a key achievement of the OFA's field organizing was its transformative effect on those who were a part of it. Obama the candidate might have inspired volunteers to join the campaign, but it was the fulfilling relationships that volunteers had with other people--and their deep belief that their work mattered for the work of democracy--that kept them active. Groundbreakers documents how the Obama campaign has inspired a new way of running field campaigns, with lessons for national and international political and civic movements., Much has been written about the historic nature of the Obama campaign. The multi-year, multi-billion dollar operation elected the nation's first black president, raised and spent more money than any other election effort in history, and built the most sophisticated voter targeting technology ever before used on a national campaign. But what is missing from these accounts is an understanding of how Obama for America organized its formidable army of 2.2 million volunteers -- over eight times the number of people who volunteered for democratic candidates in 2004. Unlike previous field campaigns that drew their power from staff, consultants, and paid canvassers, the Obama campaign's capacity came from unpaid local citizens who took responsibility for organizing their own neighborhoods months--and even years--in advance of election day. In so doing, Groundbreakers argues, the campaign enlisted citizens in the often unglamorous but necessary work of practicing democracy. How did they organize so many volunteers to produce so much valuable work for the campaign? This book describes how.Hahrie Han and Elizabeth McKenna argue that the legacy of Obama for America extends far beyond big data and micro targeting -- to a transformation of the traditional models of field campaigning. As the first book to analyze a presidential contest from the perspective of grassroots volunteers, Groundbreakers makes the case that the Obama ground game was revolutionary in two regards not captured in previous accounts. First, the campaign piloted and scaled an alternative model of field campaigning that built the power of a community at the same time that it organized it. Second, the Obama campaign changed the individuals who were a part of it, turning them into leaders. Obama the candidate might have inspired volunteers to join the campaign, but it was the fulfilling relationships volunteers had with other people and their deep belief that their work mattered that kept them active. Moreover, the lessons learned from the Obama campaign have and will continue to transform the nature of future campaigns, in both political and civic movements, nationally and internationally. Groundbreakers proves that presidential campaigns are still about more than clicks, big data and money, and that one of the most important ways that a campaign develops its capacity is by investing in its human resources., Accounts of the 2008 and 2012 presidential campaigns have documented widely the technological innovations made in data analytics and social media that have transformed fundraising and voter outreach, but they have failed to account for the unprecendented and dramatic increase in the numbers of people who volunteered for Obama for America. Han and McKenna argue that presidential campaigns are still about more than clicks, big data and money -- they are about boots on the ground and cultivating leaders.
LC Classification NumberJK526 2008.M35 2015
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- 09. Sep. 2024
Groundbreakers: How Obama's 2.2 Million Volunteers Transformed Campaigning in America
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